How We Increased Escape Room Sales by 90% During the Christmas Season
Client: MindMaze
Key Results – Christmas Season 2025
+90 %
year-over-year sales growth
−44%
CPM in Meta Ads
−20%
CPA in Google Ads
More than 2×
campaign reach
About the client
MindMaze is one of the leading escape room operators in central Prague. Their games are known for their strong immersion – players often describe the experience as feeling more like stepping into a movie than solving a traditional puzzle game.
The quality of their rooms has also been recognized internationally. Two of their games, Galactic Pioneers and Nautilus, received the prestigious TERPECA award, which ranks the best escape rooms in the world each year.
In 2024, Galactic Pioneers was ranked among the Top 50 escape rooms worldwide.
MindMaze games are now played not only in Prague but also internationally through licensing, including locations in Paris and Kuwait.
Our Collaboration
We have been working with MindMaze since 2023, managing their performance marketing across multiple digital channels, including Google Ads, Meta Ads, Pinterest and Sklik, with additional campaigns on TikTok and LinkedIn when relevant.
Beyond campaign management, we also support the client with overall marketing strategy and growth planning.
During the first year of our collaboration, we managed to more than double total sales compared to the previous period, while simultaneously improving the cost-to-sales ratio.
The project continued to grow in the following years.
The Challenge
For experience-based businesses such as escape rooms, the Christmas season is the most important sales period of the year. Demand for gift vouchers rises sharply, but so does competition in digital advertising.
The goal for the 2025 season was clear:
1.
Significantly scale sales
2.
Maintain sustainable marketing efficiency
3.
Adapt to major changes in advertising platforms
Strategy
Adapting to Platform Changes
Advertising platforms such as Meta and Google have been moving rapidly towards algorithm-driven campaign optimization and automation.
To stay competitive, we adapted campaign structures, targeting strategies and creative testing to work effectively within these evolving systems.
Strengthening Brand Demand
Throughout the year we significantly increased investment in brand campaigns, which helped build stronger brand recognition and improved the performance of performance campaigns across channels.
This brand effect became particularly visible during the Christmas season.
Expanding Marketing Channels
In addition to established channels, we introduced Pinterest, which proved highly effective for users searching for gift inspiration. During the holiday season we also launched dedicated campaigns focused on:
- Christmas voucher sales
- B2B clients (corporate gifts and team-building events)
Results
The strategic changes translated into significantly improved campaign efficiency.
On Meta, we achieved a 44% reduction in CPM year-over-year, allowing campaigns to reach more than twice as many users with the same budget.
The increased brand awareness also positively impacted other channels. In Google Ads, brand campaigns performed significantly better, while CPA for non-brand campaigns decreased by nearly 20% compared to the previous year.
Overall, this led to the strongest Christmas sales performance in the project’s history, with total sales increasing by more than 90% year-over-year.
Client testimonial
“The Christmas season is crucial for our business every year. Thanks to our cooperation with Prague Online Ads, we were able not only to significantly increase voucher sales but also to build a marketing system that scales while remaining profitable. The results of the 2025 season exceeded our expectations.”
